Effect of status consumption on Indonesian generation Y's willingness to pay premium prices for Muslim fashions: Religiosity as moderating variable

Dinda Anjani, Sri Daryanti

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

This study determined the effect of status consumption and status brands among the Indonesian Muslim Generation Y, or Millennials, on willingness to pay premium clothing prices for Muslim fashions, with religiosity as a moderating variable. Having the world's largest Muslim population, Indonesia was chosen because it was compelling to see the relation between consumer behavior and level of religiosity towards status consumption and fashion consciousness in consumption decisions. The data of this study were collected through an online survey questionnaire from 209 Muslim respondents (aged 22-37) who knew premium brands on Hijup, a well known Muslim fashion sales website in Indonesia. Data were processed by descriptive analysis and partial least squares (PLS) with Smart PLS 3.0. software the result of this study concluded that the relationship between status consumption and fashion consciousness are not significantly moderated by religiosity on Generation Y, or millennial muslim consumers in Indonesia. However, the willingness of Generation Y of Muslim in Indonesia to pay premium prices in buying premium clothing brands influenced by consumption of status, fashion awareness, and status of a brand.

Original languageEnglish
Title of host publicationContemporary Issues in Finance, Accounting, and Consumers' Behavior
Subtitle of host publicationLessons from Indonesia
PublisherNova Science Publishers, Inc.
Pages255-267
Number of pages13
ISBN (Electronic)9781536175707
ISBN (Print)9781536168815
Publication statusPublished - 15 Apr 2020

Keywords

  • Consumer behavior
  • Millennials
  • Muslim fashion
  • Muslim Y generation
  • Premium price
  • Religiosity

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